INFLUENCIA DE LAS IMÁGENES PRESENTES EN EL ENVASE EN LA PERCEPCIÓN SENSORIAL DEL CONSUMIDOR

Abstract

It is known that our perception of food depends on both the intrinsic and the extrinsic factors of the product. Therefore packaging is a key factor in how consumers perceive the product, so it’s essential to precisely know what the most suitable design for the message that brands want to convey is. The image of the product is a key graphic element but to date not much scientific interest has been placed on it. In a prior experiment this research team showed that the garnishes accompanying the white cheese in the serving suggestion have an influence in the sensory expectations elicited by the consumer. The aim of the current study is to continue that research line analyzing if that influence also happens at a sensory and hedonic level during the degustation of the product. An experiment was conducted where a group of participants tasted and assessed the same product presented in different packaging alternatives. The results of this experiment are relevant for marketers and designers as they provide information about the way in which the graphic design of the packaging influences the consumer.